Tough Mudder is an endurance event series in which participants attempt 10-16 mile-long obstacle courses designed by British Special Forces.
Tough Mudder has exemplified what true branding is all about. More than 2 million people have attended Mudder events since its unveiling in 2010, according to the organization’s website.
Here are three branding tips as implemented by powerhouse organization, Tough Mudder.
1.) Reconstruct an Existing Business
An obstacle course is not a brand new idea that popped into Founder, Will Dean’s head in 2010. Obstacle courses have been around as long as I can remeber. Dean just added his special touch on the obstacle by incorporating a new method.
“Tough Mudder puts camaraderie over finisher rankings and is not a timed race but a team challenge,” the website says. This obstacle course is not like most where the primary goal is based in rank on who finishes in which order. Tough Mudder requires teamwork to finish, an element captured in “The Mudder Pledge”:
· I understand that Tough Mudder is not a race but a challenge.
· I put teamwork and camaraderie before my course time.
· I do not whine—kids whine.
· I help my fellow mudders complete the course.
· I overcome all fears.
2.) Have a Purpose
Tough Mudder shines the light on a cultural epidemic that is taking place in the world today. The technological era has effected the way humans interact with each other. Tough Mudder provides an event that does not require your cellphone. I would highly recommend leaving it at home! This muddy obstacle course can only be conquered with teamwork and communication.
3.) Possess Replicable Brand Qualities
Tough Mudder is a perfect example of an organization with replicable brand qualities because Mudder can always design new obstacles to keep the event fresh and new. It will entice participants by creating an element of suspense as they wait to conquer the next obstacle.
The marathon is also very visually appealing, sporting loud colors and slogans, and usefulness of the mud. The marathon audience seems really excited in all of the pictures, despite having to endure obstacles such as the “Cry Baby,” “Sewer Rat,” “Everest 2.0” and “King of the Swingers.”
Tough Mudder is the perfect example of an organization that has tremendous branding qualities. They provide a strong message that people can support, have transformed a pre-existing idea into a popular event, and constantly keep things interesting and new for marathon participants.